D’ITALIANO BREAD

D’Italiano bread needed some fresh thinking on a brand that was becoming, er, stale. A-ohhhhh! So we decided to remind everyone of its Italian roots by creating a campaign to celebrate one little country’s big passion for life. Writing co-credit for the TV spot goes to the insanely talented, and exceedingly passionate, Siobhan Dempsey.

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Live Large then came to life online with our Tenor Takeover (co-writer credit goes to Rica Eckersley). For one day, users could hear their mundane tweets sung to them in opera by a tenor, an idea that garnered a Gold for Best Use of Content/Best in Consumer Engagement at the Media Innovation Awards. We also added some Italian to the everyday with fun :15 pre-roll video.

Credits
Creative Director: Lance Martin
Writers: Jennifer Wilson-Canham, (co-writer for TV spot: Siobhan Dempsey, co-writer for Tenor Takeover: Rica Eckersley)
ACD and Art Director: Adam Thur